It's been a while since we had a chief executive/internet scandal, so this was about due. Mr Whole Foods, John Mackey, has been rumbled using a pseudonym and posting not very pleasant things about rival firm Wild Oats. Will they ever learn?

They were pouring pomegranate and prosecco at the opening party for Whole Foods, the vulgar yet impossibly compelling American store that's just arrived in London. The wine was Louis Latour (chardonnay and pinot noir), and a lethal-looking drink in swimming pool-sized Martini glasses was nothing more potent than elderflower cordial. Meanwhile, all the journalists ricocheting around the gleaming halls of this extravagant emporium were exchanging the evening's only piece of gossip: "Doesn't Scheherazade Goldsmith look thin huddled in that cardigan."

To its fans, the US supermarket chain Whole Foods Market is proof that green shopping can be glamorous. But its critics claim the store has got greedy and betrayed its organic ideals. And now it's coming to Britain. Alex Renton reports.

He made millions from selling organic food to well-heeled Americans. Now hippie entrepreneur John Mackey plans to bring his meat, veg and laid-back style to Britain's upmarket high streets. John Arlidge meets the founder of Whole Foods.